The so-called system analysis and design refers to the use of systematic thinking and reasoning to explore possible action plans under certain and uncertain conditions. Through analysis and comparison, dynamic correction, in order to achieve the expected purpose, based on the principle of feasibility, rationality and efficiency, a satisfactory system scheme is designed for the system, which combines external environment with internal environment, overall benefit with local benefit, and qualitative analysis with quantitative analysis.
Brand marketing planning, as a special specific planning type, is also a specific systematic project. Therefore, the method of brand marketing planning can also adopt the method of system analysis and design. As far as brand marketing planning is concerned, taking the purpose of brand marketing as the core and adopting systematic analysis and design methods, brand marketing planning can be divided into several specific processes and contents, such as information collection, brand image planning, brand communication planning and comprehensive creative planning. Specifically:
1. Collect information
Enterprise is the organizational form and cell of social and economic activities. Therefore,
Brand marketing planning, brand marketing planning must have close information exchange with society. Information, materials and energy are regarded as the three pillars of modern economic development. The level of informatization development determines the level of planning, and ultimately determines the success or failure of enterprises. 1979, former US President Carter said at a meeting of the White House that two thirds of all economic achievements in the United States were achieved through information activities and correct decisions.
The first step of enterprise brand marketing planning is to collect all kinds of information related to enterprise brand marketing planning, which will become an important basis for system analysis and design, including: macroeconomic situation, policy and legal environment, target market characteristics, consumer demand characteristics, market demand trend, market competition situation and enterprise's own characteristics. In this process, the most important thing is to deal with all kinds of information. We should make full use of modern media, collect a large amount of information under the guidance of scientific principles, and analyze and study the phenomena from the outside to the inside, from the rough to the fine, from the false to the true, and finally get the needed information. After the information is collected, it needs to be summarized and reported in the form of reports, which becomes an important basis for corporate brand marketing planning activities.
2. Brand image planning
Shaping and spreading brand image is the main task of brand marketing. Then planning the target image for the brand is the focus and primary work of brand marketing planning. Image is the soul of a brand. Creating an ideal brand target image will give the brand strong vitality, but if the brand target image is not properly created, it will lead to the failure of the whole brand marketing plan. Only by shaping the brand image correctly can the brand marketing activities become meaningful, so we must first design and plan the brand target image scientifically and design the ideal brand image as much as possible.
First of all, it needs to be clear that the so-called image in brand image here does not mean people's narrow understanding of image. Brand image is actually a very broad concept and an image system. Brand image includes:
(1) Brand appearance: refers to the visual and auditory effects such as brand name, design, trademark design, packaging and decoration. For example, the Chinese pronunciation of "Adidas" brand sportswear is adidas, the trademark of "Audi" brand car is four circles connected in series, and the theme background of "Nanshan" brand milk powder design is green grassland, which is the most important brand image system.
(2) Functional image of the brand: refers to the physical functional characteristics of the brand generally recognized by consumers, that is, the brand can remind consumers of various physical functional characteristics such as practicality, reliability, safety, convenience, advancement, comfort and environmental protection. For example, when you hear "Sony", people will associate it with high quality, and you will habitually think that as long as it is "Sony". The sight of "Microsoft" reminds people of high technology, so as long as it is "Microsoft", it will always be the most advanced.
(3) Emotional image of the brand: refers to the emotional characteristics of the brand generally recognized by consumers, that is, the emotional feelings that the brand can make consumers feel, such as "more love" makes people feel warm and loving, and "Meng Jie" makes people feel romantic and sweet. "Good night" makes people feel care and love.
(4) Cultural image of the brand: refers to the cultural characteristics of the brand generally recognized by consumers, that is, a certain cultural taste or lifestyle that consumers can feel from the brand, such as "Coca-Cola" for freedom and passion, "Marlboro" for tenacity and heroism, and "Haier" for unity and sincerity.
(5) Social image of the brand: refers to the social characteristics of the brand generally recognized by consumers, that is, some social values that consumers can feel from the brand, such as driving a BMW to show their status, eating KFC to symbolize fashion, and wearing Goldlion to represent taste.
(6) the psychological image of the brand: refers to the psychological experience that the brand generally recognized by consumers can bring consumers some kind of self-worth. It is a certain brand feature that can make consumers have a strong psychological voice, such as the slogan: "Chunlan air conditioning, high-level pursuit", which seems to mean that as long as people with high academic qualifications will pursue Chunlan brand air conditioning, then conversely, as long as they buy Chunlan brand air conditioning, the same is true: "Anta, win." "Every successful man should have a seven-card collar" and so on.
Therefore, we can see that brand image planning is actually an image system design planning. Brand image planning is not only a simple product naming and trademark design, but also a scientific, systematic and comprehensive design of various target images of the brand.
The "reverse solution method" should be adopted to design the target image for the brand, that is, the design process of the brand image should be opposite to the psychological feeling process of the consumer to the brand image. Consumers often feel the brand name, trademark and other external images first, and then feel the deep-seated images such as functional image, emotional image and cultural image. Then when designing the target image of the brand, we must first design the deepest core image of the brand, and then design various images of the brand one by one from the inside out and from deep to shallow. This design method is adopted because the brand image system must have a soul image, and other image designs are designed to reflect the soul image.
In the brand image system, the core image is of course the psychological image of the brand, the deepest image in the brand image system, the soul image of the brand, and then the social image, cultural image, emotional image, functional image and appearance image of the brand. Every image of a brand has its own characteristics, and at the same time, there are complex internal relations between each image. Low-level images should be consistent with high-level images and should not conflict with each other. For example, if the core image of a brand's high-end business suit is designed as "the embodiment of leadership", then its social image can be designed as "dignity, prestige and charm", and its cultural image can be designed as follows.
After the target image of the brand is determined, it should be expressed in detail in the form of a brand target image design book. Pay attention to words and expressions. The language expression must be clear, comprehensive and accurate, and the logic must be clear, not ambiguous. It should be noted that the ultimate goal of brand image planning is to make the target image of the brand recognized by consumers and have a strong * * * _ with consumers' psychology. Only such a brand image is a successful image, and such a brand is a valuable and vital brand. Therefore, before product design, we should carefully study the characteristics of the target market and the psychological characteristics of consumers according to all kinds of information collected in the early stage, accurately grasp the demand of the target market, keenly understand the potential psychological needs of consumers, carefully study and plan the core image of the brand based on the psychological needs of consumers, and reasonably design each target image in the brand image system. Only in this way can we give the brand a strong vitality.
3. Brand communication planning
After the brand's target image is planned, it is necessary to plan a specific way to spread the brand's target image. Brands are spread, and even the best brand image planning can only become a real brand if it is widely recognized by the society, which requires the effective spread of brands, so it is necessary to plan the spread of brand image scientifically. In the modern society with highly developed information, there are various ways of information dissemination. Different modes of communication will have different communication effects. Communication methods usually include:
(1) dynamic media mode. It refers to the use of modern dynamic audio-visual media such as TV, movies and radio to carry out brand marketing activities, such as TV advertisements, news feature films, TV shopping, TV shopping malls and radio shopping. Television is the media with the highest attention rate. Its expressive force is rich and vivid, integrating sound, painting and meaning. Using TV to spread brands has the advantages of wide spread, fast spread, accurate information transmission, rich expression and great influence. But it also has its inevitable defects, that is, no matter how vivid the TV picture is, it can never give people a sense of reality, and it is expensive, poor in interaction, lacking in pertinence and unable to exist.
(2) Static media mode. Refers to the use of newspapers, magazines, posters, mail and other static media to carry out brand marketing activities, such as newspaper advertisements, magazine advertisements, attached advertisements, mail orders, advertising orders, street posters, stadium billboards, huge city advertisements, etc. The main advantages of static media mode are low price, availability, wide dissemination and targeted dissemination. The disadvantages of static media are slow propagation speed, easy distortion of information, dull expression, poor interaction and little influence.
(3) personnel media. It refers to directly letting marketers spread the brand. Such as: door-to-door sales, roving exhibitions, on-site ordering meetings, performance publicity, supermarket counter monopoly, factory delivery to sales points, etc. The advantages of using marketers to spread brands directly are: strong pertinence, strong perception, strong interaction, flexibility, vividness and concreteness, and easy to get orders immediately. Disadvantages are: high cost, slow communication speed, limited communication scope, and the communication effect is greatly influenced by the personal quality of marketers.
(4) Network media mode. Computer network is a new information dissemination medium. It is a brand-new way of brand communication in recent years, including online advertising, online shopping and online sales. The advantages of network media mode are: fast communication speed, fast information update, accurate information transmission, rich expressive force, diverse forms, strong interaction, low cost and availability. Its disadvantages are: it is greatly influenced by the popularization of computer and network knowledge, with small spread area and poor pertinence.
(5) Comprehensive method. That is, the comprehensive use of several modes of communication to promote the brand in all directions. The advantage of doing this is that it can fully avoid the congenital deficiency of adopting a single method, and it can make people feel the strength of the enterprise, thus shaping the brand image of the enterprise on the other hand.
Planning brand communication mode is to select and combine communication modes scientifically and reasonably according to the requirements of successfully shaping brand target image, target market situation and its own comprehensive conditions. The selected and combined communication methods should comprehensively, accurately and intuitively display the characteristics of the brand target image, at the same time, we should fully consider the economic conditions of the enterprise itself, pay attention to the research of input-output benefits, and strive to achieve the maximum effect with the least money.
4. Comprehensive creative planning
After planning the target image and communication mode of the brand, it is necessary to carry out comprehensive creativity according to the design requirements of the brand image and the characteristics of the communication mode in order to successfully shape the brand image in the target market. Comprehensive creativity is the creative design of every detail and content in the process of brand communication. Creativity should accurately express the intention of brand image design and be perceived and recognized by the vast majority of target consumers. Therefore, comprehensive creativity is actually a very important work that affects the communication effect of brand image, and it is the soul of brand marketing planning, so it is necessary to plan scientifically.
Creativity is intentional innovation, flexibility and freedom. Therefore, there is no fixed format for creativity, and the essence of creativity is "cleverness". A little inspiration can create a world-class brand. For example, the American beverage brand "Coca_cola" named its brand name "Coca-Cola" in China, which is both homophonic, pleasant to hear and easy to remember, which has also become a very important factor for the success of Coca-Cola in China; Another example: the classic advertisement of Huiren Shenbao: "Drink Huiren Shenbao, he is good, I am good". A short advertisement not only explains the main functions of the product very aptly, but also is meaningful and tasteful. It is really a creative masterpiece.
However, creativity is not arbitrary and arbitrary, and creativity must follow certain principles. What creativity fears most is "chaos". If there is no theme and it violates the original intention, it is not a good idea. The comprehensive creativity in brand marketing planning is the creativity of comprehensive content and process in brand marketing activities, and its task is to successfully display brand image according to the requirements of brand image design. Therefore, the theme of comprehensive creativity must meet the requirements of successfully shaping brand image, and creative activities must focus on how to successfully shape brand image, otherwise the whole marketing activity will be ineffective or even counterproductive. For example, there are many TV advertisements that always confuse people. I don't know what I'm talking about after watching it for a long time, and I haven't left a deep impression on people for several years, just because the theme is not very clear and the scene is chaotic.
Purple _ brand planning 1. Skills and knowledge to be mastered in marketing planning;
1. knowledge: theoretical knowledge includes marketing, products, brands, advertising, project management, official document writing, planning, etc. Company knowledge includes the company's history, organizational structure, business strategy, product structure, channel layout, market position, etc. External environmental knowledge includes the relevant laws and regulations of the industry where the business is located, industry leaders, the situation of the company's main competitors, the comparison of advantages and disadvantages between the company and competitors, and typical marketing cases of the industry.
2. Skills: Core skills include creative thinking skills, copywriting skills and oral communication skills. Others include skills such as teamwork and mentality adjustment.
Second, how to do marketing planning
1, read professional books intensively for the above knowledge points;
2. Learn from marketing planners who have been engaged for many years;
3. Communicate with sales staff and customers at the front line of the market;
4. Ask more questions, think more and summarize more.
Third, the positioning of marketing planning
General products, brands, advertising, media, research, promotion and other work are all related to marketing planning, but the post setting of each company is slightly different, but * * * mainly talks about your planning.
Fourth, the evaluation of marketing planning profession
1, occupation is good or bad, work is good or bad, and work is good or bad.
2, benefits: can expand thinking, challenging, very training, can cultivate personal comprehensive ability, well done, high income and so on.
3. Disadvantages: easy to learn is difficult to master, need to innovate all the time, work pressure is high, and it is easy to eat young meals.
The above is for reference only! ! !